Airlines Aim to Reach On-the-Go Travelers

Airlines have the potential to meaningfully increase revenues by selling tickets and ancillary products directly to consumers via digital. Mobile and in-flight media are particularly promising platforms, but just because airlines want to tap into these opportunities doesn’t mean they’ll succeed. Technological impediments and consumer skepticism are causing carriers to face significant barriers, according to a new eMarketer report, “Digital Initiatives for Airlines: Mobile Devices and In-Flight Media Offer Revenue Opportunities.”

Several of the most important airline initiatives focus on customer service. For example, over 90% of senior airline executives polled worldwide by SITA/Airline Business said their companies had either implemented or were in the process of developing passenger services via digital, personalized customer relationship management or expanding ancillary services programs.

This type of customer service not only includes what the airlines provide themselves, such as seat upgrades, meal service and lounge access, but also acting as travel agents for other travel-related products and experiences. A December 2013 survey from digEcor found about half of airline passengers were interested in booking destination-related services while flying.